Better identify customer segments.

Use all relevant customer information from multiple sources to identify your customers' social networks. You can visualize social networks to better understand how they operate and so you can target customers accordingly. Uncover leaders, friends of leaders and friends of friends within networks and communities. Then use these role-based variables for further segmentation and to augment data profiles for delivering more relevant, better-targeted campaigns.

Give your one-to-one marketing efforts a boost.

Once you've identified role-based variables in a social network, you can use them to augment customer segmentation and targeting. Incorporate the role-based variables you identify into your existing segmentation models in order to develop highly targeted campaigns delivered precisely when they will be most effective. In addition, knowing who your most influential customers are will give you a more complete view of a customer's lifetime value.

Test the performance of your offers and channels.

Get a better understanding of how effective your communications are within different networks. Then use that knowledge to create more relevant marketing messages.

Create more precise demand forecasts.

Quantify the influence of specific individuals in a community. Then use that "influence score" to simulate how ideas, products and services spread throughout a community. By using social network variables in conjunction with past transactions, you can generate more accurate forecasts.